With a fine blend of traditional wine expertise and a strong sense for innovation, Kolonne Null has established itself as a leading brand for dealcoholized wines and sparkling wines since its founding in 2018. Kolonne Null follows a multichannel approach that allows customers to buy the wines both online and in retail stores. At the same time, the brand places special emphasis on building as many customer relationships as possible directly, in order to create an outstanding user experience, strengthen customer loyalty and optimize margins over the long term.
The challenge
Kolonne Null faced the dilemma that many first-time buyers did not purchase again, a typical challenge for DTC online shops. In a market where repeat-purchase timing is crucial, effective strategies were missing for addressing customers exactly when they were ready to restock. Email marketing campaigns were losing impact because customers often ignored or quickly forgot the flood of communication. Customers can also buy the wines spontaneously in retail stores, but there Kolonne Null has no control over the user experience and cannot actively manage the customer relationship.
The solution
Postcards were introduced as the solution to the timing problem. Their longevity in customers’ everyday lives, postcards are kept for 17 days on average, creates a continuous reminder of the brand. Kolonne Null used this effect to trigger a repeat purchase without having to determine the perfect time window pseudo-scientifically. The team simply sent a charming reminder by mail, knowing customers would not throw it away quickly. As an additional benefit, the emotional approach of a postcard strengthened the customer relationship. At a time when mailboxes usually contain only invoices and official letters, customers are happy to receive a message from a favorite brand.
The campaign
A targeted retention campaign was set up for customers who had not purchased for 90 to 140 days, a critical point at which a repeat purchase was expected but had not yet happened. A 20% voucher, limited until the end of October, created not only a strong purchase incentive but also a sense of urgency. The campaign benefited from seasonal moments such as late-summer days and Sober October. Kolonne Null stayed true to its modern and stylish brand design and used clear, direct communication of the offer on the back of the card.
The results
The results were excellent: a 6.9% conversion rate and an ROI of 862% after deducting all voucher and marketing costs speak for themselves. The real strength, however, was the timing of redemptions. With a distribution that stayed consistent throughout the campaign period, Kolonne Null’s plan clearly worked:
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28% of redemptions happened in the first week
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29% in weeks two and three
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22% in weeks four and five
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Another 22% in the final weeks of the promotion
This distribution shows that postcards were exactly the right instrument for solving the timing problem. Customers were reactivated in time for the important Q4 season and are now more likely to buy again during the year-end business.
Nadine Bauer, Head of Brand & Communication at Kolonne Null, recognized the strength of this strategy: “Postcards enabled us to be present at the right moment and strengthen the bond with our customers.”